I recently got a church direct mail piece delivered to my office. . It said the name of the church, the service times, the directions and the phone number. There was only one thing missing: they never asked me to attend. 

Sometimes we expect the people who get what we send to them to decipher what we send to them. If you're going to take the time to buy a billboard, do direct mail, or get the church to invite friends using invite cards – tell the recipient exactly what you want to them to do. 

Do you want to them to attend your service, visit your website, or call your church? Whatever you want to them to do, make sure you clearly explain what you want them to do. If not, people will automatically say no.  Because the old adage is true: People say no to what's unclear.  

For more insight into writing copy that connects with unchurched people, pick up a copy of "21st Century Outreach Strategies". A resource that helps churches reach more people with breaking the bank.